From yacht chef to underwater filmmaker to award-winning creative director, Shelby Ring’s path into video production is anything but conventional—and that’s exactly what fuels her success.

In this episode of Gaining the Technology Leadership Edge, Mike sits down with Shelby, founder of Ruby Riot Creatives, to explore how rebellious thinking, adaptability, and storytelling instincts translate into unforgettable brand narratives. Shelby shares how filming underwater with a GoPro sparked her passion, how wedding filmmaking trained her to thrive under chaos, and why creative “rules” exist primarily to be questioned.

The conversation dives into the realities of run-and-gun production, managing high-pressure shoots, leading creative teams through individuality, and why ethical storytelling matters in a world obsessed with short attention spans and influencer culture. Shelby also unpacks how her time working on yachts shaped her calm-under-fire leadership style—and why authenticity on camera starts with feeling safe, seen, and supported.

If you’re a founder, marketer, or creative professional struggling to stand out, this episode is a masterclass in blending structure with rebellion, preparation with instinct, and strategy with soul.